Lance Ng - B2C Growth Hacking in Singapore (Searix Solutions)

B2C Growth Hacking in Singapore

Lance Ng 02 Mar 2017

•  Twisted Balloons

Searix Solutions | B2C Growth Hacking in SG

INTRODUCTION

01

searix & i

•  Twisted Balloons | Searix Solutions

Searix Solutions | B2C Growth Hacking in SG

INTRODUCTION

02

searix & i

•  Online and offline growth & lead generation techniques

•  Super passionate about SEO

h"p://srx.to/b2bghis

Defining “Growth Hacking” CONTEXT

Searix Solutions | B2C Growth Hacking in SG 03

A process of rapid experimentation across marketing channels and product development to identify the most

effective, efficient ways to grow a business.

428 ways to growth hack a SaaS in the global market.

PROBLEM 1

How about Singapore?


428 ways to growth hack a digital product.

PROBLEM 2

How about offline products

& services?



•  Identify demographic advantages

•  Identify demographic availability

•  Identify demographic appeal

•  Identify demographic accessibility

Smart Nation

LEVERAGE SINGSTAT ACQUISITION






SENIORS?







Area #age>50 %age>50

AMK

Bedok

Bishan

BukitTimah

CCK

Geylang

Hougang

JurongWest

Outram

Sengkang

ToaPayoh








AMK 69,200

Bedok 109,560

Bishan 33,790

BukitTimah 26,100

CCK 51,260

Geylang 45,030

Hougang 80,810

JurongWest 78,750

Outram 9,240

Sengkang 50,340

ToaPayoh 50,040








AMK 69,200 39.59%

Bedok 109,560 37.81%

Bishan 33,790 37.25%

BukitTimah 26,100 35.05%

CCK 51,260 29.40%

Geylang 45,030 38.50%

Hougang 80,810 36.35%

JurongWest 78,750 28.82%

Outram 9,240 41.85%

Sengkang 50,340 24.36%

ToaPayoh 50,040 40.05%








24-HourResponse

BasicCheckups

FrequentSpot-Checks

Ac@veAgingAc@vi@es







CommunityCentres

ResidentCorners

MarketStallOwners

Flyers


•  University students

•  Not rich, not poor

•  Offer discounts, get publicity!

LEVERAGE COMMUNITIES ACQUISITION

NUStyle(NUSStudents&Staff)






NTUperks(NTUStudents)






SMUBizCom(SMUStaff&Students)


LEVERAGE ANOTHER PLATFORM ACQUISITION


ACQUISITION

YAY ADS

•  Intent-driven

•  Target SG or interest in SG

•  High Quality Score


ACQUISITION

YAY ADS

•  Interest-driven

•  Target SG

•  Target by interests

•  High Relevance Score


ACTIVATION

“STALK“ THEM AND ASK AGAIN

•  Retargeting tracking available

•  Ask again (with a different offer)

•  Higher CTR, lower cost, higher ROAS


ACTIVATION

TRACK CONVERSIONS, REDUCE COSTS

•  Each has conversion tracking

•  Convert bids to CPA

•  Effectively calculate ROAS (Conversion / Cost)


ACTIVATION

IMMEDIATE RESPONSE

•  Provide a hotline to call for inquiries

•  Alternatively, implement live chat

•  Chat bots!

•  Sales become more effective

•  Retarget for education, not sales


RETENTION

PREP ‘EM BEFORE YOU SELL TO ‘EM

•  Past / future customers

E-COMMERCE CAN’T WAIT TO BE KING


01 Decide You Want e-Commerce

02 Evaluate Options

03 Purchase Cart vs Inquiry Cart

04 Magento? WooCommerce? Shopify?

Type Purchase

Clothes 52%

CinemaTickets 41%

Electronics 54%

EventTickets 31%

Food&Groceries 20%

Insurance 40%

REVENUE

Competition Commission of Singapore – “E-Commerce in Singapore” SingPost e-Commerce

Morgan McKinley


ACQUISITION

DYNAMIC SEARCH / PRODUCT ADS


ACQUISITION

DYNAMIC SEARCH / PRODUCT ADS


LEVERAGE EXISTING MARKETPLACES REVENUE


TRACKING & ANALYTICS A QUICK HOW-TO

•  Google Tag Manager

•  Remarketing Tracking

•  Conversion Tracking

•  Event Tracking

NotEnterpriseLevel


GENERAL ANALYTICS


















  <script type="text/javascript"> /* <![CDATA[ */ var google_conversion_id = xxxxxxxx; var google_custom_params = window.google_tag_params; var google_remarketing_only = true; /* ]]> */ </script> <script type="text/javascript" src="//www.googleadservices.com/pagead/conversion.js"> </script> <noscript> <div style="display:inline;"> <img height="1" width="1" style="border-style:none;" alt="" src="//googleads.g.doubleclick.net/pagead/viewthroughconversion/xxxxxxxx/?guid=ON&script=0"/> </div> </noscript>







<script>(function(w,d,t,r,u){var f,n,i;w[u]=w[u]||[],f=function(){var o={ti:"xxxxxxx"}; o.q=w[u],w[u]=new UET(o),w[u].push("pageLoad")},n=d.createElement(t),n.src=r,n.async=1,n.onload=n.onreadystatechange=function(){var s=this.readyState;s&&s!=="loaded"&&s!=="complete"|| (f(),n.onload=n.onreadystatechange=null)},i=d.getElementsByTagName(t)[0],i.parentNode.insertBefore(n,i)}) (window,document,"script","//bat.bing.com/bat.js","uetq");</script>







Purchases in Feb - $88,888

Overlapwithremarkebng

Cost of Sales - $78,888

AdWords Advertising - $2,500

Offline Advertising - $2,500

ROI - ?

ATTRIBUTION? Organic Traffic? Recurring Purchases?

Specific Promotion Effectiveness? Channel Effectiveness?

FB Advertising - $2,500













 <script type="text/javascript"> /* <![CDATA[ */ goog_snippet_vars = function() { var w = window; w.google_conversion_id = xxxxxxxxx; w.google_conversion_label = ”yyyyyyyyyyyyyyy"; w.google_remarketing_only = false; } // DO NOT CHANGE THE CODE BELOW. goog_report_conversion = function(url) { goog_snippet_vars(); window.google_conversion_format = "3"; var opt = new Object(); opt.onload_callback = function() { if (typeof(url) != 'undefined') { window.location = url; } } var conv_handler = window['google_trackConversion']; if (typeof(conv_handler) == 'function') { conv_handler(opt); } } /* ]]> */ </script> <script type="text/javascript" src="//www.googleadservices.com/pagead/conversion_async.js"> </script>








 <script> !function(f,b,e,v,n,t,s){if(f.fbq)return;n=f.fbq=function(){n.callMethod? n.callMethod.apply(n,arguments):n.queue.push(arguments)};if(!f._fbq)f._fbq=n; n.push=n;n.loaded=!0;n.version='2.0';n.queue=[];t=b.createElement(e);t.async=!0; t.src=v;s=b.getElementsByTagName(e)[0];s.parentNode.insertBefore(t,s)}(window, document,'script','https://connect.facebook.net/en_US/fbevents.js'); fbq('init', ’xxxxxxxxxxx'); // Insert your pixel ID here. fbq('track', 'PageView'); </script> <noscript><img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=xxxxxxxx&ev=PageView&noscript=1" /></noscript>  








Selected Options But Didn’t Buy

Scrolled vs Didn’t Scroll

Played Video

Button Clicks (Add to Cart, etc.)

Social Sharing Icons

Banner Click-Through







ga('send', 'event', 'Videos', 'play', 'Feb Campaign');

var uetq = uetq || []; uetq.push({ ‘ec’:’Sale’, ‘ea’:’Applied Discount’, ‘el’:’Promo Code’, ‘ev’:’Event value’, ‘gv’:promo_code });

fbq(‘track’, ‘Purchase’, {value: amount, currency: ‘SGD’})




























•  Set Goals

•  Track Goals

•  Do Split Testing



•  Set Goals

•  Track Goals




•  Set Goals

•  Track Goals




•  Set Goals

•  Track Goals


Spend on ads only when website is accessible

Keep best performing ads running even with maxed-out budget

Always stay on top 3 ad ranks

Obtain at least a 15% CTR

Organically rank for specific keywords



•  Set Goals

•  Track Goals




•  Set Goals

•  Track Goals




•  Set Goals

•  Track Goals




•  Set Goals

•  Track Goals




•  Set Goals

•  Track Goals


LOCAL SEO


Good Website

FACTORS

01

02

Citations 03

Backlinks 04

Google My Business

Searix Solutions | B2B Growth Hacking in SG 53

ACQUISITION

LOCAL SEO

•  Local brands compete with big brands

•  The Snack Pack

•  Different algorithm

LOCAL SEO

•  Local brands compete with big brands

•  The Snack Pack

•  Different algorithm

Searix Solutions | B2B Growth Hacking in SG 54

ACQUISITION


LOCAL SEO

Citations / Backlinks

Town Councils

Executive Committees @ CCs

Community Events

ACQUISITION

QUESTIONS? Keep in touch

[email protected]